More data on this topic available from:: Rosanna Picillo, Senior Direct Marketing Program Manager Shelly Smith, Direct Marketing Manager National Instruments Monday, February 25, 2008 Nurturing the Lead: Messaging and Frequency Planning
More data on this topic available from::
Rosanna Picillo, Senior Direct Marketing Program ManagerShelly Smith, Direct Marketing ManagerNational InstrumentsMonday, February 25, 2008
Nurturing the Lead: Messaging and Frequency Planning
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Who is National Instruments?Corporate OverviewProven record of growth and profitability
Manufacturer of hardware and software for engineers & scientists
Long-term Track Record of Growth and Profitability
$740 Million Revenue in 2007
More than 4,300 employees; operations in 40+ countries
Fortune’s 100 Best Companies to Work For Ninth Consecutive Year
Website since 1995, eCommerce since 1999
Net Revenue in Millions
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What are our customers? More than 25,000 companies
>90% of Fortune 500 manufacturing companies
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Drive Results per Communication Type
Unexpected Communications
• NI decides WHEN
• Results• 20-30% OPEN• 5-10% Total CLICKS
Activity-Driven Communicatio
ns
• Contacts BEHAVIOR decides when
• 100% tied to an activity
• Results• 35-45%
OPEN• 15-25%
CLICKS
Nurturing Communications
• Contacts BEHAVIOR and/or PROFILE decides when
• Results• 25-35% OPEN
• 10-15% Total CLICKS
Opt In Communicatio
ns• Contact decides WHAT/WHEN
• Results• 25-35% OPEN• 10-15% CLICKS
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Behavior-based Conversion
Flow
……….. ………..
Automated Follow-up
Capture Data
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What was the problem?
No content management and optimization Very difficult to access and edit the content Reporting was challenging
No contact management Managed out of web team vs. the DM team Program had an outdated relevance logic
We could not easily MANAGE our success!
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What was our Approach?
Content Management:Hired resources to manage the coordination and analysis Decentralized the maintenance
Contact Management: Established clear ownership across teamsRevamped prioritization scheme
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Prioritizing Follow Ups
TYPE
ALL LEADS
Sales Follow UpLead S
coring Engine
HIGH
MEDIUM
LOW
Batch emailFollow up
Next Day Follow Up
OtherNo follow up
Other
Priority 1
Priority 2
TransactionalPriority 1
Real Time Email Follow up
Real Time Email Follow up
Same Day Follow Up
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Conversion ResultsPre-Migration Metrics:
Opens: 34%Click-throughs: 8.90%
Post-Migration Metrics:
Opens: 29.30%Click-throughs: 12.11%
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ConversionResults
Pre-Migration Metrics:
Opens: 37.50%Click-throughs: 12.50%
Post-Migration Metrics:
Opens: 70%Click-throughs: 30%
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Increased Focus on Analysis
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Summary
The web is central to our business model
We will reference behavior to drive conversion
Advanced technologies allow us to send timely and relevant emails
Proactive analysis will drive greater effectiveness
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Credits/Thank You
Rosanna Picillo, National [email protected]
Shelly Smith, National [email protected]
EloquaJocelyn Brown, NI Account Representative
AstadiaBrian Reilly, NI Account Representative
National Instruments, Project LeadsVanessa Plugge and Kelly Greenwaltg